TVS Motor to Set Up Hub in Dubai to Strengthen Overseas Business

Key Highlights:

• TVS Motor is setting up a Dubai hub to expand in the Middle East, Africa, and Europe.
• TVS Motor Company DMCC was established in June 2024 for research and strategy.
• The company is growing in Africa, Latin America, Europe, and Southeast Asia.
• A new Norton motorcycle lineup will launch globally in 2025-26.
• TVS Motor invested Rs 1,400 crore this year, focusing on product development.

TVS Motor Company is setting up a hub in Dubai to strengthen its global business operations. The company sees significant opportunities in the Middle East, Africa, and Europe. The new Dubai hub is expected to support regional sales, marketing, after-sales services, and parts distribution for TVS Motor’s international markets.

“We are investing in setting up a new hub in Dubai for international business,” said TVS Motor Director and CEO KN Radhakrishnan. However, he did not disclose specific details about the hub.

Establishment of TVS Motor Company DMCC

In June 2024, TVS Motor set up a wholly owned subsidiary, TVS Motor Company DMCC, in Dubai. The subsidiary objective is to focus on consultancy, research, and strategies to improve business in the Middle East and Africa.

TVS Motor’s Global Expansion Strategy

Expanding its international footprint is a key focus for TVS Motor. The company plans to strengthen its presence in Africa, Latin America, Europe, Southeast Asia, and the Middle East.

Last year, TVS Motor entered the European market by launching operations in France and Italy. It partnered with retailer Emil Frey to import and distribute its two-wheelers in select European regions.

Norton Brand and New Product Lineup

TVS Motor is also working on a new product lineup for its UK-based motorcycle brand, Norton, which it acquired in 2020. The company plans to launch premium Norton motorcycles globally in 2025-26.

TVS Models Available in Europe

TVS Motor offers a range of EV and ICE models in Europe, including:

• Jupiter 125
• NTORQ
• iQube S
• TVS X
• Ronin 250
• Apache RR 310
• Apache RTR 310

Manufacturing and Export Strategy

TVS Motor has four manufacturing units – three in India and one in Indonesia. The Indonesia facility supports exports of electric vehicles to other ASEAN markets.

Exports contributed around 25% to the company's revenue last financial year. The company’s expansion in Latin America, Southeast Asia, the Middle East, and Europe is expected to boost its growth further.

Investment in Growth and Development

TVS Motor invested Rs 1,400 crore in the first nine months of the current financial year. Radhakrishnan mentioned that the total investment for the year is likely to be around Rs 1,700 crore, with a large portion allocated to product development.

Also Read: TVS Launches India’s First Bluetooth-Connected Electric Three-Wheeler

CMV360 Says

TVS Motor's decision to set up a hub in Dubai makes sense as it helps the company grow in important regions like the Middle East and Europe. With the addition of new Norton motorcycles and continued focus on developing new products, it looks like TVS is serious about expanding and staying competitive in global markets.